If It's Too Mobile, You're Too Old

Forrester Research has published a report that says the generation gap is alive and well in technology.

Although we pretty much already knew that, Forrester has put some actual numbers to it, and it seems those Gen Y users-those ages 18 to 30-are the most prolific of mobile technology users. They surpass all other groups in text messaging, accessing social networks and using the Internet via their mobile devices.

According to the report, 'The State of Consumers and Technology Benchmark 2010,' 85 percent of Gen Y users regularly send or receive SMS/text messages, compared with 57 percent of all U.S. consumers over the age of 18, and 27 percent of Gen Yers access social networks on their mobile devices, compared with 14 percent of all U.S. consumers. What's more, 37 percent of Gen Yers access the mobile Internet, compared with 23 percent of all U.S. consumers.

Gen Xers, meanwhile, do their share of mobile device damage. While maybe not the technoholics that Gen Yers are, Generation X is actually using its mobile abilities for good. Said Forrester Research Consumer Insights Analyst Jacqueline Anderson:

'Gen X is the master of maximizing the functional benefits of technology. In many activities, Gen Xers closely rival Gen Yers in adoption. For example, both spend about 17 hours online a week. But Gen Xers have mastered the art of using digital tools in a more functional manner, especially if it supports their family's needs.'

Once again proving that with age comes wisdom.

Of course, there is a lesson to be learned from this, and it's an easy one: Companies looking to gain exposure with the Y Generation must develop marketing plans that rely heavily on mobile communications-personalized texts, social networking interactions, instant online couponing, and the list goes on.

Savvy companies know the days of finding an audience through traditional channels are long gone. Making the habits of the younger generation work for them can be both the path of least resistance and the road to success.